The Mission
Physicians Mutual Insurance Company and Physicians Life Insurance Company are members of the Physicians Mutual family. Physicians Mutual Insurance Company offers reliable Medicare Supplement, dental and supplemental health insurance, and pet insurance. Physicians Life Insurance Company provides life insurance coverage. The company also offers coverage for funeral pre-planning to help meet the growing needs of funeral home owners and the families they serve. Founded in 1902, Physicians Mutual is headquartered in Omaha, Nebraska.
The Challenge
Consumers carefully consider insurance purchases and they frequently call to get quotes or purchase a policy. This is why phone leads are valuable for Physicians Mutual. The marketing team, therefore, optimises its campaigns to drive high-quality phone leads to its sales reps.
Insurance is a complex purchase, and our customers want the reassurance of speaking to a representative. Our reps are great at answering caller questions and guiding them through the buying journey.
Tori Reavis, program manager at Physicians Mutual
Physicians Mutual partnered with Invoca to provide more insight on calls generated from online and agent activity. This conversation intelligence gives them more ability to see true performance, optimise marketing spend and attribute more business to campaigns.
The Resolution
Driving More Conversions from Digital Marketing Campaigns
With Invoca, the Physicians Mutual marketing team can track how many phone leads each campaign, digital ad, and search keyword drives. They also use Invoca’s AI-powered signals to understand if each caller converted and how much revenue they generated. The team uses this data to make smarter optimisations to drive more high-quality phone leads. They can also reduce wasted spend on campaigns that are driving non-sales related calls.
The marketing team integrates Invoca with Google Ads. This allows them to use Invoca attribution data to inform Google’s smart bidding algorithm. As a result, they can scale their results and let Google’s AI automatically bid on the keywords that are driving the most valuable phone leads.
Invoca has been instrumental in helping us improve our marketing ROI. Its call attribution data has helped us increase our conversion rate while reducing our cost per acquisition.
Tori Reavis, program manager at Physicians Mutual
Using Conversation Insights to Target Callers With More Relevant Ads
In addition to tracking the conversions and revenue each phone call generates, Physicians Mutual uses Invoca’s AI-powered signals to identify the specific insurance policy each caller was interested in. This allows them to better manage digital campaigns, aligning future ads with their interests.
Supporting Launches for New Insurance Policies
Physicians Mutual has also used Invoca purely for the call intelligence or additional insight it provides. Capturing insights from conversations has helped them understand what questions their audience is asking and better meet their customers’ needs.
Invoca helped us with a recent product launch. Having this intelligence allowed us to understand the quality of calls our campaigns drove, and it helped us learn what keywords and ad copy were resonating with our audience. We could also identify barriers to purchase and correct those to reduce fallout.
Tori Reavis, program manager at Physicians Mutual
Reducing Spam Calls
Spam phone calls are a persistent issue for US businesses.
With Invoca, Physicians Mutual set up an AI signal to detect spam phone calls. They learned that as many as 30% of its phone calls were robo-dials. With complete visibility into how many of its calls are spam, they’re able to report accurate cost-per-call metrics and make better marketing optimisations to drive high-quality calls.
“Tracking spam calls with Invoca has improved our overall call quality," said Reavis.
The Results
- 2x Increase in conversions for marketing campaigns
- Decreased cost per acquisition
Invoca has been instrumental for our marketing team this year. We appreciate this tool and the data it provides. Their customer success team is a joy to work with.
